1st Edition

The Future of Charity Marketing

Edited By Sarah-Louise Mitchell, Fran Hyde Copyright 2025
    190 Pages 25 B/W Illustrations
    by Routledge

    190 Pages 25 B/W Illustrations
    by Routledge

    Charities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users, they need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance, and compete for resources from existing as well as a continuous range of new competitors. 

    This book brings together leading scholars to think about what is needed to future proof the non-profit sector in areas such as partnerships, collaborations, branding, communications, income generations and fundraising, stakeholder involvement and meeting the future needs of service users.  This edited collection builds upon the research in the Editors first book Charity Marketing: Contemporary Issues, Research and Practice to challenge students, researchers and practitioners in understanding the challenges and opportunities ahead and think about how to future proof non-profit marketing. 

    Drawing from a diverse group of academics and deep-thinking practitioners, The Future of Charity Marketing focuses on how charities can prepare for the future through sharing big ideas and examples of best practice. Presenting contrasting perspectives and the latest thinking on a range of challenges, this book gives topics for classroom debate, identifies areas for future research and offers practitioners useful insight. 


    The threats to the existence and effectiveness of the charity sector

    Joe Saxton

    1. Educating for public good: Concepts, Problems and Possibilities for Cultivating Philanthropic Citizenship in Primary Education

    Alison Body

    2. What drives individuals to initiate donation – based crowdfunding appeals? An application of the charity disintermediation typology

    Rita Kottasz, Ian MacQuillin and Clare van Teunenbroek

    3. Choice, impact, fun, repeat! Exploring the current state and future opportunities of youth volunteering

    Sarah-Louise Mitchell and Irene Garnelo – Gomez

    4. Preparing for Gen- Z philanthropy

    Walter Wymer

    5. Navigating uncertainty: social media marketing in an ever-changing landscape

    Luan Wise

    6. A guide to utilising artificial intelligence to increase productivity and efficiency: transforming keyword analysis and SEO

    Alan Shaw

    7. Donating via the Digital Domain: A 360⁰ of the Online Charitable Giving Landscape

    David Hart

    8. Recruitment Marketing in Charities – challenges and opportunities.

    Emma Reid and Kerry Martin

    9. Pathways to Progress: The Social Impact Chain in Charitable Sector Evaluation

    Julia Carins, Sebastian Isbanner and Sharyn Rundle-Thiele

    10. Let’s get social: why charities need to consider the social enterprise trading model.

    Fran Hyde and Simon Pickering

    11. Changing Course: American Arts Nonprofits, Inertia, and Place-Based Marketing

    Trevor Meagher

    12. Churches in the UK as heritage charities and places of community partnership

    Sarah Rogers

    13. Envisioning the role of ‘place’ in charity marketing and nonprofit brand identity

    Shalini Bisani and Edward Cartwright

    14. What a Waste! How Charities Can Help Use Food Wisely

    M. Bilal Akbar.  Alison Lawson and Barbara Tomasella

    15. Theorising Peace Marketing for Not-for-Profit Organisations- a remedy for community cohesion

    Ahmed Al-Abdin



    Dr Sarah-Louise Mitchell is Research Area Lead in Marketing at Oxford Brookes Business School and Co-Lead of the Children and Young People Research Network. She holds a PhD from Henley Business School and MBA from London Business School. Her primary area of research focuses on providing academic insight for the non-profit sector, particularly understanding the role of brand for nonprofit organisations through decoding nonprofit brand storytelling and work to rethink and reposition volunteering for the next generation. She is a member of the Editorial Board of Journal of Philanthropy and Marketing and the BAM Peer Review College. She leads the national thesis awards for the Worshipful Company of Marketing and is a member of the national Education Committee for the Academy of Marketing as well as an elected member of the BAM Marketing and Retail SIG. Previously, she worked in marketing practice across consumer goods, food retail and nonprofit sectors.

     Dr. Fran Hyde is Associate Professor in Marketing at the University of Suffolk having previously been a marketing practitioner before moving into marketing education. An experienced but always curious ‘social value’ focused marketing educator Fran's examination and interest in charity marketing began during a presentation to a group of students from the Marketing Director of a Hospice. Continuing to combine teaching with research Fran works to ensure that in the teaching of marketing students get to see firsthand how marketing can have a positive impact in society. Fran is a member of the Education Committee Academy of Marketing as well as a member of Worshipful Company of Marketors and Chair of the Marketors Education and Knowledge Development Committee. Continuing to be active within the charity sector Fran is Deputy Chair and Chair of Corporate Governance and Risk Committee at St Helena Hospice, Colchester.  

    " Book one is still very much on our charity and Fundraising module - looking forward to Book 2 for sure!" 

    - Professor Philippa Hunter Jones, Professor of Marketing, University of Liverpool